CNNI is looking to launch an opt-out service for India, in the English language, with India-specific programming. CNNI is also closely examining markets where other local-language versions would make commercial sense. Chris Cramer, president of CNNI, speaking exclusively to Interspace, said it was tough making an economic case for a full stand-alone Indian network (in English or one of the indigenous languages). "We are not prepared to create India-specific programming for the whole Asian feed, but an India opt-out, some time in the future would be attractive."

Cramer said the news network has now effectively completed phase two of its regionalisation policy which included the creation of new programming out of London, Germany and Hong Kong. The final element is a completely revamped weather service to be introduced later this month.

"Phase Three is already planned, and that includes a little more local programming, but concentrates on much more actively seeking local language versions," said Cramer. CNN+, a Spanish-language joint-venture with Sogecable in Spain, launched last year, while CNN Turk goes live this autumn. More localised expansion is planned. "The knack for us is now to find the right countries, the right partners, the right business opportunities and with the same editorial ideals," Cramer said.

As regards the India service, Cramer said this would need to be created with India-specific programming and not seen by the rest of Asia, which will continue to have its own dedicated service out of Hong Kong. CNN has had something of a troubled time in India, having previously had a long-term contract with Indian public broadcaster Doordarshan which ended in 1997. Cramer was not prepared to elaborate as to whether the Indian service would have a local partner.

However, he also said that China had also been earmarked for expansion, with Poland and Russia also possibilities. "We have always retained a very good relationship with [Chinese state broadcaster] CCTV despite some tough times internationally," he said. "We have a passion for doing something in China and we will get there one day, but it’s a tough market. Yet we have had some success, despite the odd hiccup, in getting in there. We are planning a large amount of China programming later this year and we are determined to work with the right partners in China to get a bigger CNN presence than we have now."

Cramer said CNN is no longer thinking of itself as a one-channel service internationally. "We are focusing very much on putting other types of product before the audience in digital, which is where CNNfn comes in," he said.

Even so Cramer said the CNNfn service, when it goes 24-hours, will also be re-worked for an international audience, "unless there is a particular market need for the US domestic service, perhaps for Japan which seems to like the US material." CNNfn, in the US, had been expected to go live about now but that expansion of hours has been put back temporarily.

"The response to regionalisation has been so dramatic that we have been somewhat knocked off our feet, while at the same time the perception that we are too US-centric is narrowing," said Cramer.